Monday, October 19, 2009

Associations

One normally thinks that the answers that we are looking for are locked inside our consumers. However, our consumers are themselves locked into a wider cultural context. This context is different for each category in each country.

I have often observed that our preferences in music are be driven strongly by associations. For e.g. if some one has grown up listening to Hindustani classical music at a home where classical music was appreciated by the, say, father, say when the father was in a good mood mostly on holiday’s. Typically, the mood at home was very relaxed on such days. Every time this music was played, this setting repeated itself. This child is likely to grow up liking Hindustani classical music, you would agree. There is a good chance that his father was a normal adult father, with varying moods including anger, irritation, disappointment and given to stress on some days. There’s a good chance that in these not so good moods and occasions, the father did not listen to Hindustani classical music. Over a period of years, the association of classical music with “something good, something serene, something warm and secure and happy” got built for this child. Many years later when this child grows up, it can be argued that listening to classical music evokes the same feeling that it did like when he was a child – “good, serene, warm, secure & happy”. A child from another country with a similar father but listening to Mozart is likely to have similar types of associations when ever he listens to Mozart, but its unlikely that Bheemsen Joshi (or another well known Hindustani Classical Artist) will work for him in the same manner.

This means that we like a particular type of music because of the association we have with it – finally appreciation of music is an acquired taste, and that taste is acquired due to associations with very fundamental human emotions.

The same argument can be made for food. While in music this case can be argued very easily, in case of food, also I believe that this association theory is extremely strong. Why is every mother’s cooking the best in the world? Its definitely not because every mother uses the same recipes or the same quality of ingredients, but more because most mothers while feeding their children are at their loving best. For the child the whole experience is enhanced in the company of her mother. Watching her make the roti’s puff up magically, adding that pinch of salt in her characteristic style, wiping her sweat from her brow, tucking her pallu into the folds of her sari – all these things are amazing for the child to watch. More than the food the mother makes, it is these memories, symbols and the love and care for which the grown up child yearns for the most.

What is the implication of this for our brands? We spend a lot of time, understanding reactions of consumers to stimulus that we throw at them. Also we focus a lot on drivers of category choice and brand choice. However, if we can truly understand what the compelling set of associations and symbols and cultural codes for our categories are, immense opportunities can be unlocked. How we can leverage this understanding is another question altogether.

66 comments:

Anonymous
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Part 1

Hey man Dev,

Great post man...however, I see here in N. America, and increasingly I would assume in India, those cultural stimuli are no longer available for children. Most families are dual-income because of high rates of taxes and high cost of living, which means the only stimulus left for the kid is in the freakin' creche or nursery or babysitting, or whatver it is called. Plus, parents are not even there for their children because of long hours at work and long hours to commute. So, when do kids interact with their parents? Apart from that, I have seen kids in N.America increasingly spend long hours in front of the TV or a computer of some video game portal. We don't see them playing with their neighborhood kids on the streets anymore. In India, I would assume in a city like Bangalore, for eg, just because of the density of traffic and pedestrians it would be very difficult to play outside, unless and until there is a playground nearby (thanks to builders, that is becoming a rarity). In the West, over the years, because of heightened concerns over kidnappers and child molesters, parents are too scared to let their kids play unsupervised. So, essentially, kids are leading a very sanitized life, which means they have minimal cultural associations that we had or generations ahead of us always had. Their lives are not spontaneous, everything is way too organized, their parents are way too involved in their activities...what cultural stimuli are left, man?!! Sesame Street and Barney The Dinosaur?!!

Because of this vicious nature of political correctness, the Christians in the US cannot even display their religious symbols because of "offending" other religions, apparently. Could you imagine Hindus in India being told not to celebrate festivals because it would offend others? How do kids associate stimuli with certain festivals, then? I mean come one man.....Ganesh Chaturthi, Diwali, Onam/Pongal/Baisakhi/Padava.....each festival had its own food and each one of us in our generation ha s aplethora of stimuli during these festivals....in the West, the lawyers and so-called liberal progessives are sucking fun out of every aspect of people's lives in the guide of being "inclusive" and not "offending" others, including atheists. There are laws mandating kids on cycles wear helmets. WTF?!! Whatever happened to lazing around in summer and doing nothing but just dreaming or playing with your buddies or climbing trees and such?!! I am quite sure modern India (esp urban India) has its own challenges due to which kids are not going to have very many stimuli left. I'd love to have your take on that. Parents have become a bunch of p*ssies, esp moms who are much more financially and socially empowered (and no, I am not a misogynist but empowered females have made p*ssies out of boys and young women are increasingly behaving more like boys and less like women, thanks to the so-called feminists). Male children in West are especially becoming too feminized and boy, is that going to come and bite their butts in the future or what?!! There are larger social and policy implications because if you don't have any stimuli (good and bad) in your younger days, then how will you mature as an adult?!!

My point is, the modern world is becoming too "sanitized", which means those stimuli that you have eloquently referred to are being stripped away at an alarming rate. When you become the CEO of Dominos in the next couple of decades, guess what?!! Your emphasis on stimuli would be much more electronic -- for eg, we see all these computer generated animation and action movies that have come out in the last few years in the US. The younger generation is just not into the drama genre anymore, for eg. Would Kramer vs Kramer appeal to the 18-35 demo of today? Would Annie Hall have mass appeal today? But Batman and Iron Man and X-Men and God knows what else has an appeal with audiences in the West. So, the stimuli that you spoke about will appeal to you and me but our kids? I'm not so sure. I'm wondering what you will say about this very topic two decades from now. My point is -- your basic funda will hold true but the sources of those stimuli will dramatically change. The challenge for CEO Amritesh would be to be in tune with those new stimuli and accordingly brand his product/company.

hey Sri - nice to see you again. Yes, I agree with you, the quality and the nature of the stimulus is changing dramatically, especially, in urban areas. I hope its not as bad in India as you might be observing in the US, becasue of a Hero called the "Indian Mother" :-) Bu yes, I get your point. And surely, you are right about the implications for Marketers being very different in this scenario. Btw Buddy - in 20 years from now I want to be only playing golf near some beach and drinking beer and not worrying about consumer trends :-)

I know I go off tangent a lot. But, what can I do?!! Your posts have this amazing ability of touching a raw nerve in me.

This is my perspective, man -- when I am here, I see how/where India (esp urban India) will be in the next 50 years or so. When I am in India, I see how the West was, say, 50 years ago. It is a fascinating view to straddle back and forth between two societies that are at different stages of their economic development. That is why, I see India being a very optimistic country today, despite real challenges and I see N. America, that was like us, 50 years ago, having matured today and bloated and unwilling to take organic, tough steps to correct discrepancies, which means they cannot purge those problems and are stuck in perpetual mediocrity. They also have this ignorant arrogance that they are better than the rest of the world, which means they are not willing to acknowledge the ascendancy of India and China, esp. But, viewing India from the outside, man, I am telling you, we are at the early stages of a long, long secular bullish trend as long as we keep our commitment to high levels of education, we remain relatively stable family-wise and there is a public policy bias towards the free-markets and away from Nehruvian Fabian socialism. It is so sad to see N. America embrace socialist values and witness the decline of innovation, the fear of any kind of pain and the corrosion of "values" -- they are all for freedom but no one seems to stand for responsibility. All they are asking is, "what is the govt doing for me?", not realizing that the govt does not have a secret stash somewhere but functions off the backs of hardworking individuals. The only stimuli left for their kids are "play dates" pre-arranged by parents with parents of other kids, visits to Big box grocery stores and malls, social networking sites & virtual friends and copious amounts of TV and video games. My fear (and hence my unbridled passion on your blog) is that we are going down that same path. Will your daughter enjoy the fruits of Munshi Premchand the way you did, thanks to your grandfather?!! Will she have the creative juices to come up with a Modern Mahabharat, the way you did? Will she have the mental and emotional wherewithal to start a Halcyon? Or, will she end up being an electronic junkie, like the kids in the West and increasingly, I would assume, in urban India?!! Our society, thanks to thousands of years of civilization, is still quite stable but I do worry a lot about where we are heading towards, esp when certain unwholesome life-choices are promoted by our media and entertainment industries. Maybe, I am worrying too much and maybe I ought to take heart in your faith in the "Indian Mother" -- I am only sounding the alarm bells like Paul Revere or Cassandra. I want to provide a cautionary point-of-view, just to let visitors on your blog to beware some choices that have been tried by the West and that have failed miserably and that we ought to think ten times before blindly aping them, in some fields, as individuals and as a society.

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The relative complexities of men's and women's style

Both men and women could have the difficulties of maintaining their clothing up-to-date and in time, yet men's style frequently seems a lot easier. Of course, for both genders, garments and fashion options could be quite as delicate, and there are several'trendy'things that could easily become fashion faux pas - who is able to say they often times see people running around in 70s flares? On the other side, men's fashion features a few choice items which can exist forever - which man is likely to keep an eye out of position with a good-quality, tailored suit, for example? Pick basic cuts, colors and fabrics and you'll never look out-of-place.

Why common men's style is eternal

The traditional man's suit has scarcely changed for over a hundred years. True, there are several types for different events, but they are all popular in their search for a clever, sharp look for the individual. The neat thing about traditional style for men is that it is effectively stylish simply cool. A well-groomed man will typically look his sharpest in a well-tailored suit, and this is a testament to the design of such apparel. A match will undoubtedly be worn to work in many jobs because of the professional search it provides to the individual, instilling a feeling of respect and trust. Similarly a match will undoubtedly be utilized to several social occasions, like a tuxedo to a black-tie event. This amazing versatility which allows suits to be used in nearly all functions is what gives it its classic border and a lasting place in men's fashion.

Contemporary trends in traditional men's style

Although classic men's styles can never be replaced, it's interesting to note that changes in men's fashion trends have produced certain traditional garments back into fashion. The popularity of vintage clothing, specifically, has taken back a wide-variety of common designs into men's wardrobes, such as that of the dandy man. 'Dandy'is a term used to reference men who clothe themselves in a classic yet luxurious way, acting in a sophisticated method and placing value on appearance. This tendency for nearly'over-the-top'traditional fashion for men is apparent from events such as the'Tweed Run', wherever men and women of all ages clothe themselves in notably Victorian-style clothing and take to the roads on vintage bicycles - with most of the men wearing perfect mustaches! That is only one of many examples of evidence presenting the resurgence of such styles. There are also numerous blogs on the web which focus on gentlemanly style - such as'The Dandy Project'and'Dandyism'- as well as complete web sites such as'The Art of Manliness'specialized in giving articles on classic men's fashion and grooming.

In summary, whilst specific areas of common men's fashion may be brought back as new trends, the fundamental outfits that they are based on will never slip out of fashion.

"All it requires really are a few simple clothes. And there is one key - the simpler the better." - Cary Grant

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